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BLACK IS THE NEW BLACK

In 2017, Guerlain has launched three fragrances featured in black bottles. In colour psychology, black is associated with power, authority, prestige, formality, elegance, and mystery. Black is therefore an effective marketing tool in the beauty and fashion industries.

Except for La Petite Robe Noire, Guerlain hasn’t created many fragrances with the word "black" or "noir" included in the name, however, the brand has had its fair share of black bottles (pictured above). From the top, left to right: the Liu bottle (1929), the Shalimar Black Mystery bottle (2007), the L’Instant Magic Elixir bottle (2009), the black tortoise bottle for Le Parfum du 68, also called Le Passeur du Temps (2013), the Cristal Noir et Cannetilles bottle for La Petite Robe Noire (2014), the Mon Habit Rouge Taillé sur Mesure bottle (2014), the Santal Royal bottle (2014), the 2016 edition of Habit Rouge Dress Code, the black version of the coloured bee bottle (2016), the “fashion show” bottle for La Petite Robe Noire (2017), the "rock" bottle for La Petite Robe Noire Black Perfecto (2017), and the spray version of the Liu bottle for Lui (2017). With the advent of the new Lui, Liu's bottle has become full circle.

Now, we only need an all-black version of the L’Homme Idéal bottle, which certainly would look classy.

The idea for this article was kindly provided by Monsieur Guerlain's editor, Linda Primeau.
(June 2017)